Movie marathon

Film fans have flocked to watch movies on the big screen at a small price during a 10-day Spring Festival film screening run organized by Beijing's local government. The promotion, which wrapped up on Tuesday and screened a range of classic and modern Chinese films, particularly proved a hit among senior citizens.

More than 100,000 people flocked to see around 100 films that were projected at 78 cinemas. Tickets were priced at just two yuan ($0.31), a drastic reduction from the normal cost of around 80 yuan for a movie ticket charged by most Beijing cinemas.

Chen Yuzhen and her sister Chen Jinsuo, both aged in their 60s, saw films over seven consecutive days during Spring Festival. Both retirees said they seldom watch films at the cinema because ticket prices are normally unaffordable. With the exception of discount nights for all cinemagoers and International Day of Older Persons, seniors don't receive discounts at most Beijing cinemas.

"We were both thrilled when we found out we could watch films for only two yuan during Spring Festival," said Chen Yuzhen, who sat alongside her sister during each film screening.

Another elderly cinemagoer surnamed Wang, aged in his late 60s, saw seven films over nine days from January 23, New Year's Day on the lunar calendar.

"I have been to several cinemas to watch my favorite movies, including comedies and romance flicks," said Wang. One of his favorite films watched over the discount movie marathon week was 2008 Hong Kong action blockbuster Ip Man at the UME Huaxing International Cineplex in Shuangjing, Chaoyang district.

"It's extraordinary value at two yuan to watch such a marvelous film," Wang said.

Middle-aged and senior citizens formed the bulk of cinemagoers at screenings, according to Liu Hui, deputy manager of the UME Huaxing International Cineplex at Zhongguancun, Haidian district. Liu said that seniors often suffer from high ticket prices, therefore rarely watch movies at cinemas.

The discount promotion was also a hit at Saga Cinema in Huairou district in Beijing's rural northern outskirts. Films with tickets priced at two yuan were screened twice daily and attracted more than 50 viewers according to Li Dong, the cinema's manager.

"Such activities should become a regular fixture, not just present during the Spring Festival holiday," Chen Yuzhen implored, adding she would restart to her cinema hiatus once normal prices were charged again. Chen and her sister said 10 yuan was a fair ticket price for seniors.

"If they receive subsidies from the government, cinemas in Beijing could lower ticket prices for the elderly to meet the needs of senior audiences," Liu Hui said.